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Datran Media introduces adLoyalty e-mail product for b-to-b marketers

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Next week at ad:tech New York, Datran Media is expected to announce the launch of a b-to-b version of its adLoyalty e-mail product, following the June roll-out of the same product for consumer marketers, BtoB has learned. The new product is designed to give b-to-b marketers the ability to manage customer relationships by integrating e-mail marketing and advertising into a single automated technology product and services offering.

Last year, Datran, an online list manager/database marketer, was accused of using unauthorized personal data constituting millions of e-mail addresses. The data in question belonged to one of its marketing partners. It agreed to reform its practices under a $1.1 million settlement in New York last March, which included naming a privacy officer. Datran said it has been able to launch adLoyalty because of its June acquisition of Skylist, an Austin, Texas-based automated e-mail service provider.

"For a long time, we've had demand from our b-to-b customers who wanted to acquire new customers as well as extract more value from their existing customers through new offers," said Sean O’Neal, chief marketing officer at Datran. "[The adLoyalty product] was borne out of our acquisition of Skylist."

Datran has signed up Allbusiness.com, a database publisher, as its first client to license the b-to-b product. Datran said it is working with about 50 advertisers and agencies using the new product. The adLoyalty product is intended for use by both advertisers as well as database publishers, such as AllBusiness.com, which want to "remarket" to their customers.

"AllBusiness not only taps into Datran's database, but they can use our e-mail technology for CRM retention and loyalty programs, and cross-sell products to their own database," O'Neal said.

“We do business with Datran on both sides," said Dan Silmore, VP-marketing for AllBusiness.com, an online content site for small businesses. "They are managing our list and making it available to other adLoyalty clients. We are [also] purchasing e-mail lists and services from them as well."

He said the advantage for buyers of e-mail lists is that the names are prequalified and the pricing structure is based on cost-per-acquisition rather than the more traditional cost-per-thousand model.“ They have good prequalifications and an understanding of the types of offers their audience can respond to,” Silmore said. “It's not just buying 20,000 names."

Regina Brady of Reggie Brady Marketing Solutions, a consultancy, agreed the offering of prequalified names was what impressed her. She sat down with the vendor earlier this month at the Direct Marketing Association's annual conference to learn more about the company.

"They categorize each of the names in the database,” she said. “If I subscribe to a women's executive publication, they use the list to try to model and see which names in the database match the appropriate characteristics for that marketer."

Brady said she thought adLoyalty might be a good fit for one of her clients, a publisher looking to reach female executives, but the company did not have enough names in its own database to qualify.

O'Neal said Datran will continue to sign on publishers who do qualify. "We'll continue to grow the inventory by bringing in more database publishers like AllBusiness," he said. "We bring marketers and b-to-b customers together."